1.
the agency of the future
We must move beyond the campaign and
understand how to drive true customer value.

2.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
“Software is “eating” the world”!
Source: Marc Andreessen, Andreessen-Horowitz
What is our
challenge
today?
!
The pace of change in consumer behaviour and
technology demands that every aspect of
communication becomes more flexible,
integrated and efficient.

3.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
what must the
“agency of the
future” believe
and deliver to
be credible?
If advertising/marketing is a business discipline
focussed on selling the most goods and services
at the best prices, it can’t be just a random
collection of activities or assumptions set in time. !
It must be adaptive and dynamic to respond
to the market.

4.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
we are all
experiencing
the effects of
technology
changing
expectations.
“
Most advertising is still oriented around a ‘launch and leave it’
philosophy – an idea that is contrary to product development best
practices....We need to work, get things to market, and learn
faster. Do it cheaper, leaner, and more collaboratively. Find ways
to operationalize hacking and experimentation.!
Winston Binch, Chief Digital Officer, Deutsch LA
“
”
Media is less and less often about crafting a single message to
be consumed by individuals, and more often a way of creating
an environment for convening and supporting groups.
Clay Shirky, Partner, acceleratorgroup
”

5.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
We’re less valued by our clients (poor results) and by their
audiences (not seen as cultural contributors) !
advertisers
increasingly
frustrated with
their ad
agencies.
‣ 90% of clients believe creative ideas and strategy are
critical deliverables for their agencies!
AND YET...!
‣ 85% think that agencies have not improved service to
clients!
‣ 82% of clients see a need for better briefs!
‣ 72% of marketers report that agencies are “inconsistent”
and need to improve!
‣ 46% of marketers think that agencies are struggling in
transitioning their business model to incorporate a more
digital platform
Source: Avidan Strategies 2012

6.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
‣
compelling!
brand
narratives
happen in
real-time
We need to develop strategic processes, not strategic plans,
whose minimum outcomes will meet business objectives. But
which also have the potential to deliver far more. !
Things to consider:!
‣
People are in flux - daily, hourly. So we must be adaptive
and dynamic to respond to their needs.!
‣
Consumer, user, and customer are all states - successful
brand interactions can transform these states !
‣
We need to provide ourselves and our clients room to
evolve our thinking as consumer reactions are gathered in
real-time!
‣
For brands, that means pursuing a constantly shifting,
iterative approach to projects and campaigns.

7.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
‣
we need !
a modern
approach to
strategy that...
limits the number of up-front assumptions made prior to
developing a solution.!
‣
‣
marries strategic development with product/platform development.!
‣
turns client and agency into collaborators - future outcomes
are unclear therefore no side can claim to have the answer.!
‣
demands unity and collaboration between “thinking teams” and
“making teams”
reacts to new opportunities as they become available and uses
them to solve business and marketing problems.!

8.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
We need to move away from saying things at people to doing things
with and for people. Generous ideas can be larger than BIG IDEAS.
pre-digital!
Interruption!
Image manipulation!
Saying things at people!
Intangible value!
Perception
brands are
valued for
what they
“DO” not what
they “SAY”
‣
Then - brands used to be a
broadcast voice, unidirectional,
with specific messages and
mediums used for delivery.
post-digital!
Participation!
Value creation!
Doing things for people!
Tangible value!
Behavior
‣
Now - brands are involved in
conversations that are ongoing
and require continual
interaction.

9.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
What can we
learn from
Customer
Engagement
Agencies?
“Agencies that focus on defining customer-oriented
business strategies and mapping them to tactics and
execution. They help clients maximize customer profitability
and optimize customer experiences by applying data and
analytics to every interaction.”
Forrester, Customer Engagement Agencies, Nov 2012
We must be able to inform our strategies using customer
intelligence and insight to maximize customer value.

10.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
What
Customer
Engagement
Agencies are
focused on...
‣ Deliver management consulting-level strategy!
‣ Inform strategy using customer intelligence and insights!
‣ Develop expertise in customer experience journey-mapping!
‣ Truly understand customer needs and behaviour!
‣ Increase measurement and predictive analytic expertise!
‣ Help client’s maximize customer value!
‣ Further develop cross-channel capabilities!
‣ Focus on understanding the interplay between channels!
‣ Driving customer value, not just marketing value!
‣ Campaign effectiveness does not = marketing success

11.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
01
ALIGN DATASETS !
& DEFINE AUDIENCE
Cycle drives
real-time
marketing
through
addressable
channels
RESULTS
03
CONTINUOUS!
INTELLIGENT!
OPTIMIZATION
INSIGHTS
BUSINESS!
OUTCOME
02
SELECT CHANNEL!
& SOURCES
ANALYTICS

12.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
Hypothesis
Hypothesis
Brand
experience
activation
process
Customer
Segments
Purchase
Occasion
Activation ideas that can be
implemented immediately.
QUICK WINS
Customer
Insights
‣ Segments!
‣ Occasions!
‣ Applications!
‣ Platforms!
‣ Location
Hypothesis
Brand
Experience!
Activation!
Ideas
Ideas requiring additional validation
due to cost and/or deviation from
current core competencies.
Product
Category
BREAKTHROUGH IDEAS
Hypothesis
Hypothesis
Purchase!
Location
Longer term ideas that will
ensure delivery of consistent
brand experience.
Channel
Selection
FUTURE GROWTH PLATFORM
3 Months
6-12 Months
Ongoing

13.
Thought Starter - Discussion Paper
AGENCY OF THE FUTURE
Thank You.